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Glossary Home
Advertising Associations /
Advertising Organizations
Emotional Selling Preposition (ESP)
The unique associations established
by consumers with particular products.
For example, the emotional response
to certain car marques ensures their
continual success, even though other
makers may offer superior performance
at the same price.
IAB
Founded in 1996, the Interactive Advertising
Bureau (IAB) is the leading online global
advertising industry trade association
with over 300 active member companies
in the United States alone. IAB activities
include evaluating and recommending
standards and practices, fielding research
to document the effectiveness of the
online medium and educating the advertising
industry about the use of online and
digital advertising.
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